Vans -with its emblematic shoes- opened its first store in Ecuador. He has been in the Mall El Jardín de Quito for two months and among his plans is a second location in Guayaquil in 2022.
This opening meant an investment of $85,000 and four jobs in the store alone, and a total of fourteen people are behind the operation of this international brand in the country.
Several years ago, its star products, which are shoes, were already introduced in the Ecuadorian market through a third party, a wholesale sub-distributor. Now the representative of the brand entered directly. "At the moment, wholesale distribution continues to be handled by the sub-distributor that we have, but it simply handles the wholesale issue, the rest is handled directly by us as a group from marketing and the official store...", comments Benjamín Tawil, commercial manager of Vans Ecuador.
The opening of this first store was scheduled for 2020, but with the pandemic the plans were delayed. The inauguration was last October 14 on the second floor of Mall El Jardín.
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"Ecuadorians like the new, the international and the exclusive" and promote the arrival of international brands in the country
Although the pandemic and confinement altered its direct entry into the country, it also brought something positive that the brand's marketing manager, Lucía Batallas, mentions: post-pandemic consumption. “An important thing about the pandemic effect is that (although) people didn't buy for a long time, they also realized the convenience. Being a sports shoe has helped us a lot because people are buying much more of this type of shoe."
And it is that they see, just as national clothing and footwear chains have registered, that "heels or shoes for going out were left aside and sports shoes are gaining a lot of strength," adds Battles. In addition to the Christmas season that drives sales.
With comfortable clothes and shoes, stores adapted to the pandemic to reactivate their sales
Tawil indicates that other points will surely be opened. There is 90% certainty that the second point will be open in Guayaquil next year. From there, depending on how those two stores do, it will be analyzed whether there is a market for a third or fourth location.
The former offers a complete range of its emblematic shoes loaded with art, culture, color and design. Vans launched its first model in March 1966. Its spokespersons today highlight its almost 60-year history and that it is a brand that represents the individuality of the person, who identifies with music, which is multi-layered, for all types of audiences and All ages.
Its vulcanized sole, canvas and a white wave that Paul Van Doren -founder of Vans- drew at random, has been the perfect combination to position itself as one of the favorites among skaters, riders and young people in general, who express their creativity and authenticity. Through these shoes, the brand stands out.
Pictures, colors, symbolic characters like the Simpsons, some from Disney and even musicians like Metallica have been part of the designs of the brand that has a presence in countries like the United States, Colombia and Panama. In Ecuador, he chose Quito as a starting point to take his creations to the entire country.
Victoria's Secret lingerie and Bath and Body Works creams, with their own stores in Ecuador
The American brand Bath and Body Works also opened its own store in Ecuador last November, it is recognized for its personal care products and has stores in El Salvador, Guatemala, the Dominican Republic and others. Here is your physical store in the San Marino de Guayaquil.
Victoria's Secret also lists its hangers in the same mall. Your space has been available since August and its opening was announced for this month, but it has not yet materialized. To his followers on Instagram who ask when they will open, the official account replied last Tuesday: “We will upload all the information on our networks. Be sure to follow us." The lingerie firm has a network of more than 30 beauty and accessories stores in countries such as Peru, Colombia, Panama, Costa Rica and others. (I)
